Sample Op-ed:
Chambers Evolve With Member Needs
As Chairman of the Prince William Regional Chamber of Commerce, I read with interest the Washington Business Journal article, “Judging Chambers.” It stated that many chambers are experiencing a decline in membership, raising the point that, like all industries, chambers of commerce must respond to market forces, evolving to meet the changing needs of their customer base. The Washington market is a particularly busy one, where time is a precious commodity and professionals can choose from a wide array of associations that represent their interests.
The Prince William Regional Chamber has enjoyed steady growth over the past several years, with membership increasing from 700 in 2000 to more than 1,200 today. Still, we feel the pressures of keeping up with changing member needs.
In 2007, for the second consecutive year, The Washington Business Journal named the Regional Chamber the third largest in the DC Metro area, preceded by the DC and Loudoun County Chambers of Commerce respectively. Both of these organizations are also experiencing growth, leading me to wonder what the ‘“Top-3”’ chambers were doing to sustain growth when many are experiencing decline.
At our chamber, we find that a member-centric focus is more critical than ever. Our membership mirrors the diversity of industry found in Prince William, with each group requiring different member services. A smaller business might seek tips for growth, while a larger company might look to us as a partner in community outreach or promoting strong economic policies. To meet this challenge, the Regional Chamber regularly seeks input from all of the organizations we represent, regularly evaluating programs and services.
One tool: Business Councils. These 11 groups, drawn across industry lines, maintain a dialogue on how the Chamber can best support them in dealing with the issues and opportunities facing their organizations. Often, Council ideas are the impetus for new programs such as a recent series of high-level meetings on the economic impact of Base Realignment and Closure (BRAC). Even the groups themselves evolve with the business landscape—in recent years, Hispanic and Government Contracting Councils were added to meet growth in those market segments.
Loudoun County Chamber of Commerce President Tony Howard said that success stems from delivering the basics of chamber value, such as networking opportunities, education and advocacy, as best as possible. “Northern Virginian professionals expect a very high level of sophistication and service,” said Howard.
Even as it provides “the basics,” the Loudoun chamber also seeks input from members to develop new programs. Finding that securing affordable administrative help was a challenge for members, the Loudoun chamber launched a job fair, now held three times a year. It also added a procurement fair to connect larger companies with small and disadvantaged businesses, to meet government vendor requirements.
Nancy Perlman Zivitz, Senior Vice President of Marketing and Communications for the DC Chamber of Commerce concurs that chambers must deliver the basics—connecting members with opportunities and educational programming to grow their business—to succeed. She added that the DC Chamber is active in workforce development, helping members to find, recruit and maintain a steady workforce.
All of the “Top-3” view our role in public policy as an important one, monitoring legislation that affects the business climate, representing members’ advocacy needs and connecting businesses to their elected officials at all levels of government. For instance, in Prince William, our chamber has worked with members to educate public officials on issues that impact businesses, such as transportation, outside signage and proffers. The DC Chamber serves as a facilitator between its members and legislative and executive branches of government.
Cutting through the communications-clutter is a challenge that all chambers must regularly overcome. For the Prince William Regional Chamber of Commerce, that means repeating our message in a variety of formats: through print and online newsletters, at events and via phone calls. We are constantly looking for the best way to speak to, and hear from, our members. The Loudoun County Chamber has added a poll to its website, seeking input on the most effective way to reach its members.
Howard said that chambers of commerce remain a relevant force, “Chambers of commerce are uniquely positioned to bring together disparate groups—such as not-for-profits, corporations and political entities—to work together for the overall good of our communities.” He also said that while there is a place for e-networking, ultimately, people prefer to do business with people they know, and that face-to-face interaction is still the most effective way to build business relationships. At the Prince William Regional Chamber, we have found this to be true—we recently added “Speed Networking” to our list of events; each session has sold-out.
Like all businesses, chambers of commerce are affected by the challenges of an increasingly busy marketplace. However, this doesn’t have to spell decline—it just means that chambers will have to continue to seek innovative ways to meet the needs of businesses, as we evolve with our membership.